Good Super

Finance

May 2014

Good Super

Over 100,000 website visitors in the first 12 months

Good Super have a vision; daring to imagine what could be achieved if superannua¬tion aimed to actually make the world a better place. Their immediate goal was to increase membership growth through their existing digital platforms amidst a highly competitive market.

Goals

Increase the number of members who join the super­annuation fundDevelop results driven measurable framework to monitor mar­keting ROI

Walter Analytics Strategy

In order to assist Good Super in achieving these objec­tives, we conducted an Analytics and Search Audit including website data analysis, market analysis, user-flow mapping, and determined the optimal cost to advertise and gain customers. We implemented conversion optimization through A/B testing, constantly measuring marketing spend and ROI of all channels.

Results

Over 100,000 website visitors in the first 12 months
12,000 new members30-50% increase in landing page conversion rate in an intense 3 month testing period9% increase in form comple­tion through the implementation of an automated abandonment follow-up processSeveral Number 1 paid Google Search results for marquee keywordsNumber 7 organic Google Search result for marquee keywords

“I constantly have media people coming into my office pitching me to advertise via traditional channels such as television or print and I say to them, I want a data driven and conversion focused marketing campaign, and they can’t give that to me.” (Also featured quote)

Good Super Chairman Dr Aron Ping D’Souza has successfully fronted not only Australia’s first social impact fund but also formed Australia’s first superannuation fund with an all-digital application process, digital is at the core of everything they do.

Forming a close relationship with Walter Analytics prior to Good Super having a name, both companies have worked in close proximity to develop results driven business goals. “Neil and his team have been deeply involved in the creation and improvement of the product and the website at every single step of the process, and it’s hard to imagine what the Good Super product would be without Walter Analytics.”

“We’re constantly iterating on our business goals and pivot on a daily basis, it’s always informed by data,” Dr D’Souza says. “I can’t see a business operating any other way – well I can’t see a business that I operate, operating any other way.”

In 2014, Good Super has attributed their greatest achievement as having created a superannuation product that is paperless, Dr D’Souza claiming, “No-one ever thought that it was possible, no-one ever thought that superannuation could be this cutting edge. So to create a product that is easy to use, from a consumers perspective as well as being very efficient to operate from an administrative perspective has been a huge achievement.”